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If your business feels busy—but not moving—this conversation will hit close to home. Most owners know they should be making smarter decisions about hiring, growth, and priorities… but they’re stuck reacting instead of steering. And that’s usually not a people problem, a money problem, or a time problem. It’s something much more fundamental—and far more
Most business owners say they have a plan—but what they really have is a wish. In this clip from John Carlton’s Action Seminar, veteran business coach Brian Johnson explains why “big goals” without a realistic path often lead to frustration, stalled growth, or outright failure. Drawing on decades of experience, he shows how many companies
I struggled for years to get Rodale to use personalization in a letter. My other clients found that personalizing a letter boosted response by as much as 30% — a very significant increase to the bottom line. Working with large mailers, you are pitted against other top writers on every mailing. There’s only room for
In this segment, John finishes with the USP and discusses the offer and guarantee. He tells how to create a USP when you can’t think of anything unique about your business, and discusses the biggest problem new copywriters have. He goes on to talk about client management… different ways to get paid, holding your ground
You have to imagine what was going on in Rodale’s collective head at the time. This is a very conservative, east-Pennsylvania-based publisher — one of the largest mailers in the world. But their main fare are books on gardening, health, folk recipes, stuff like that. Heartland material. There’s probably a Rodale book on your shelf
Michael’s comments: Very important. How do you do that, becomes the question. So the dreaming room takes you through the process of discovering what your dream, your vision, your purpose, and your mission are before you ever talk about what in the world kind of company you’re going to create. It starts out with what
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